BRAND IMAGE PERCEPTION IN THE PERSPECTIVE OF MARKETING MIX FACTOR (7Ps) OF CONSUMER IN BANGKOK

Abstract

The research aimed to 1) study of brand image perception in the perspective of marketing mix factors (7Ps) of consumers in Bangkok. 2) Compare of brand image perception in the perspective of marketing mix factors by personal factors. This research was quantitative. The population used in this study was 7,885,490 people. A sample of 400 people was obtained from Taro Yamane’s ready-made tables. The random sampling method was used. The tool used in this study was a questionnaire. The statistics used for data analysis included frequency, percentage, mean, standard deviation, F-value, and t-value. The research results found that 1) Brand image perception in the overall marketing mix perspective were at a high level. When considering each aspect from most to least, it was found that in terms of distribution channels, consumers perceived that stores had a variety of distribution channels, both online and offline. In terms of process, consumers perceived the speed and efficiency of the process. In terms of product, consumers perceived detailed product information. In terms of people, they perceived that advice was tailored to each customer's interests. In terms of marketing promotion, they perceived product satisfaction guarantees and effective sales promotions. In terms of price, they perceived that the product price was worth the quantity and quality of the product and that the amount paid was worthwhile, at a high level. In terms of physical environment, the results were at a moderate level, respectively. 2) Comparing of brand image perception from the perspective of marketing mix factors classified by gender, age, status, education level, and average monthly income showed that consumers had similar opinions on all factors